Electronic Dictation Has Hardware Contract / for Floral Service

Article excerpt

A $1.76 million contract with Teleflora, the largest privately owned flowers-by-wire service in the world, has been awarded to Electronic Dictation Systems of Oklahoma City to provide hardware for the latest innovation in compact disc technology, according to Jim Mills, Electronic Dictation Systems president.

The machinery which Electronic Dictation Systems will provide is for the operation of laser discs, known as CD ROMs - which stands for "Compact Disc Read-Only Memory."

CD ROMs have an enormous memory of approximately 550 megabytes, a capacity equal to the contents of about 2,000 novels, and are made of a material that is virtually indestructible, said Mills.

The Los Angeles-based Teleflora decided the CD ROM system was the most effective system to meet their particular needs, said Mills. However, the problem was finding a firm which could mass produce and install the hardware to run the CD ROMs.

"The problem for people like Teleflora was that they had the software but couldn't get the discs pressed," said Mills. "We have been on the leading edge of the technology, and we had the hardware that they needed."

Teleflora had been negotiating with major suppliers of computer hardware for more than a year, while at the same time Electronic Dictation Systems began exclusively marketing an Oklahoma-designed and manufactured computer under the trade name of Competitive Edge.

Sales of this personal computer accounted for approximately half of the company's $3.6 million in gross revenues after only eight months on the market.

"With a few minor modifications," said Mills, "I knew Competitive Edge would be the machine Teleflora was looking for. We only had four days to build the prototype before Teleflora's people arrived in Oklahoma. The software worked correctly the first time and has worked consistently ever since."

Teleflora is the first company to put CD ROM technology into general business usage. There are 18,000 florists who subscribe to the system, and Electronic Dictation Systems has contracted to install systems for 1,000 subscribers across the country by Mother's Day 1988.

The first units are to be installed and operational by the middle of this month.

The $1.76 million amount is the total of three contracts Electronic Data Systems has with Teleflora for the hardware, for delivery and installation and for maintenance of the hardware. …